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The ads featured images of people enjoying the sun and implied that the heat used in "toasting" tobacco was similar to the beneficial effects of sunlight, even though this was a misleading and unsubstantiated claim, The campaign used the slogan "Sunshine Mellows, Heat Purifies" to associate the brand with the positive effects of sunshine, such as health and vitality

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And fortunately, I got some help from a bonafide cigar expert, Michael Herklots, who is also the vice president of retail and brand development for the vaunted tobacco brand, Nat Sherman